What is Marketing Automation?

Marketing Automation in a Nutshell

Marketing automation refers to software platforms that help businesses automate their marketing and sales engagement processes to generate more leads, convert more leads to sales, and optimize ROI.

Marketing automation allows marketers to automate repetitive tasks such as sending emails, maintaining social media, tracking website interactions, and managing various other tasks. Marketing automation centralizes all of the features and functions that make up the marketer’s role in an organization. A marketing automation platform should have the ability to integrate with other sales & marketing tools (CMS, CRM, social media, meeting software, etc.) to provide a centralized platform for data management and analysis.

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What Marketing Automation is Not

Spammy email marketing. Marketing automation is not meant to be used as a tool to spam your contacts. Not only is spamming a poor sending practice, it also acts as a detriment to your marketing efforts in general. Marketing automation is most successful when you’re using it to send personalized, relevant content to your contacts, not disruptive, spammy emails.

A tool with a single function. Marketing automation isn’t just a fancy word for email marketing. It encompasses a suite of tools to help marketers drive more leads, convert leads to sales and optimize spend. This includes features like landing page builder, built-in CRM, reporting capabilities, social media management and more.

"Set it and forget it” solution. Marketing automation is a remarkable tool that helps marketers achieve results. But those results don’t happen without a the right processes, strategy and effort set in place. Marketing automation is meant to enhance and support marketing and sales, NOT become a one-size-fits-all substitute. So don’t sit back and expect marketing automation to magically achieve goals without you.